[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fbrighton-seo-steve-rayson-giles-palmer-metrics-data-drive-advocacy-effectiveness":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":16,"class_list":18,"acf":28,"head_links":412,"breadcrumbs":413,"reading_minutes":10,"category":421,"head":423},"2018-04-27T10:14:46",{"rendered":6},"\u003Cp>Steve Rayson from Buzzsumo and Giles Palmer from Brandwatch came together for a sofa chat on content trends with a Q&A too.\u003C\u002Fp>\n\u003Cp>Giles first discussed his content trends report from BuzzSumo. He discusses how the median backlinks for articles is sadly zero. Over 70% of content doesn’t get linked to, that’s a sad statistic.\u003C\u002Fp>\n\u003Cp>Private sharing is far bigger than normal social media sharing. This dark sharing comes in the form of the Dark Social, WhatsApp and Slack. Despite this, social sharing is decreasing across the board and this comes from things like Facebook’s algorithm changes. Now Google sends twice as much traffic to publishers as Facebook does. The decline in social referrals has led to SEO becoming increasingly important and this trend looks to continue.\u003C\u002Fp>\n\u003Cp>We’re now getting content saturation surrounding key topics. Content marketers should aim to create content before the subject is a trend, when the content is unsaturated and choose a niche to specialise in.\u003C\u002Fp>\n\u003Cp>Evergreen research content is the type you need to be creating to drive links over time. When sharing content, aim for the most relevant network. For example, Pinterest is 81% women whereas Reddit is 71% male and primarily under 25. Steve left us with the following points:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Be clear on your objectives for linking and social engagement.\u003C\u002Fli>\n\u003Cli>Build your topic authority early and hit trends before they start.\u003C\u002Fli>\n\u003Cli>Less may be more.\u003C\u002Fli>\n\u003Cli>SEO is arguably more important than ever in 2018.\u003C\u002Fli>\n\u003C\u002Ful>\n",false,"standard",[10],1,[12],{"id":13,"name":14,"path":15},128,"brightonSEO","\u002Fblog\u002Fcollection\u002Fbrighton-seo\u002F",[17],135,[19,20,21,22,23,24,25,26,27],"post-3805","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","collections-brighton-seo",{"page_content_modules":29,"hero":141},[30,96],{"acf_fc_layout":31,"reduced":32,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":32,"title":33,"content":6,"authors":34},"blog_post_content",true,"Brighton SEO: Steve Rayson & Giles Palmer – How Metrics and Data Drive Advocacy Effectiveness",[35],{"id":36,"path":37,"display_name":38,"job_title":39,"description":40,"avatar_url":41,"acf":42},33,"\u002Fabout\u002Four-team\u002Fimpression-team\u002F","Team Impression","","This post may have been written by a past member of the Impression team, or be a collaboration of us all. 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The start of a large shift, and a slightly controversial one, is happening in the world of […]\u003C\u002Fp>\n","\u002Fblog\u002Faugust-2026-google-algorithm-and-search-industry-updates\u002F","2026-09-09T10:48:44",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Ft-i-m-e-l-o-r-d-eCC0dhkg_pY-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[111],{"name":112,"image":113},"Scott Lynam","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FScott-Lynam.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":115,"name":116},"\u002Fblog\u002Fcategory\u002Fseo\u002F","SEO",{"type_key":20,"title":118,"excerpt":119,"to":120,"postedAt":121,"readingTime":108,"image":122,"authors":123,"category":125},"July 2026 Google Algorithm and Search Industry Updates","\u003Cp>This month, we bring you some exciting developments and updates from the world of search, with a clear focus on tailoring AI search results in Google and an upgrade to WordPress e-commerce websites. The start of a large shift, and a slightly controversial one, is happening in e-commerce: Google has started initial tests for AI-generated […]\u003C\u002Fp>\n","\u002Fblog\u002Fjuly-2026-google-algorithm-and-search-industry-updates\u002F","2026-08-04T14:15:43","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Frubaitul-azad-58HvxSq7rrU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[124],{"name":112,"image":113},{"to":115,"name":116},{"type_key":20,"title":127,"excerpt":128,"to":129,"postedAt":130,"readingTime":131,"image":132,"authors":133,"category":140},"How information gain solves commodity SEO","\u003Cp>When building informational assets as an SEO professional, how can you distinguish your brand when so many articles often mirror one another? The answer lies in information gain. 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Then you’ve come to the right place. We regularly publish blogs on the announcements, updates, and strategies that are shaking up the industry.\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fseo\u002F\">SEO services\u003C\u002Fa>, or browse our blog posts below for our latest tips, advice and guides. If you’re interested, why not check out our \u003Ca href=\"\u002Four-work\u002Fservice\u002Fseo\u002F\">SEO case studies\u003C\u002Fa> too?\u003C\u002Fp>","seo","category",[],[],[],27,"SEO Blog | SEO Tips, Advice & Guides | Impression",[158,160,163,166,169,172,175,177,179,181,184,187,190,193,195,198],{"property":159,"content":156},"title",{"property":161,"content":162},"description","Keeping up to date with the latest SEO trends, strategies, and announcements can be difficult. 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